topic Re: Sales per Customer YoY in 💬 RevOps Discussions

Sales per Customer YoY

rooroo — Thu, 13 Nov 2025 15:43:54 GMT

My sales team is not KPI'ed on deals closed but improvement to
*Overall Sales with Connected Contacts
*Sales per Customer Improvement YoY with Connected Contacts
*AOV improvements YoY with Connected Contacts

I am trying to build a report that allows me to compare Sales, Orders, Sales per Customer, AOV, Customer Penetration YTD vs. STLY. I would like to see both time periods and then change. Though would like it to be flexible to adapt to a relative time period of my choosing. How would you approach this? I can get sales, orders, customer penetration - but then i end up in excel. I'd like to create a formula in the report and "do the math" but can't figure it out in hubspot and would welcome any thoughts.

We have sales pro, marketing pro and data enterprise.

* Nott Our sales / orders come in aggregated (YTD/PYTD/Lifetime) to properties and also via an order object (from shopify) which allows us to also see customer penetration in a time period of our choosing.

Re: Sales per Customer YoY

Jaycee_Lewis — Thu, 13 Nov 2025 21:18:05 GMT

Hi, @rooroo 👋 Welcome to our community. Hopefully someone smarter 😉 than me will be able to chime in, but I'm willing to share my opinion. It may not be possible to build an all-in-one report (which is why you end up in Excel)

One alternative approach:

Build a dashboard that holds all your KPIs
Create pairs of simple YTD vs. STLY reports (as single KPI numbers) and place them side-by-side
Use your Datasets (Enterprise) feature to pre-calculate complex metrics like "Sales per Customer" before you even start building the report
This method keeps you 100% inside HubSpot and gives your team the exact visual comparison they need

Best,

Jaycee

Re: Sales per Customer YoY

GraemeW — Mon, 17 Nov 2025 08:38:53 GMT

Jaycee is spot on — side-by-side dashboard reports is the way.

Since you have Data Hub Enterprise, create a Dataset with formula fields for your calculations:

Sales per Customer: SUM([order_amount]) / COUNT_DISTINCT([contact_id])
AOV: SUM([order_amount]) / COUNT([order_id])

Then build YTD and STLY reports from that dataset and put them on a dashboard.

For % change, you'll likely still need Excel — Not sure if HubSpot can't calculate across reports.

Re: Sales per Customer YoY

RubenBurdin — Mon, 15 Dec 2025 20:30:33 GMT

Hi @rooroo , this is a very mature KPI setup, and you’re also hitting one of HubSpot’s sharp edges.

In 2025, the key thing to accept is that HubSpot still doesn’t support cross-period math inside a single report. You can calculate metrics within a time slice, but you can’t reliably say “this report minus last year’s report” natively. That’s why you keep falling back to Excel. It’s not you.

Given you’re on Data Hub Enterprise, the strongest approach is exactly what Graeme and Jaycee hinted at, but with a bit more structure:

First, push all the math you can into a dataset, not the report. In the dataset, define:

Sales per Customer = SUM(order_amount) / COUNT_DISTINCT(contact_id)
AOV = SUM(order_amount) / COUNT(order_id)
Customer Penetration = COUNT_DISTINCT(contacts_with_orders) / COUNT_DISTINCT(total_contacts)

These dataset formulas are stable and reusable, which is critical when leadership inevitably tweaks definitions mid-quarter.

Second, handle YoY comparison visually, not mathematically. Build paired KPI reports off the same dataset:

One filtered to YTD
One filtered to STLY (or prior YTD using relative date filters)

Place them side by side on the dashboard, and let the human eye do the comparison. It sounds basic, but this is actually how most strong RevOps teams handle YoY inside HubSpot today.

Third, if you truly need a % delta shown, the only fully native workaround is to materialize the comparison. Some teams write YTD and PYTD values back to properties (monthly or daily via workflow or API), then calculate % change as a property. That’s heavier, but it keeps you inside HubSpot.

One clarifying question that matters a lot here: do execs actually need the % change number, or do they need confidence in direction and magnitude? If it’s the latter, dashboards with paired KPIs usually satisfy the requirement without over-engineering.

You’re thinking about this the right way. HubSpot can get you 80–90% there. The last 10% is still where spreadsheets or precomputed fields come in.